A vehicle leaves a Burger King restaurant on July 27, 2015 in San Rafael, California. It appears that Google Home will continue chatting even after the commercial ends. A new ad from Burger King is causing quite the stir and a lot of discussion today, which is pretty impressive considering it's only 15 seconds in length.
The 15-second advertisement features an actor standing next to a television and a Google Home. As you can see in the video above, the Google Home lights up when it hears "Ok Google", but then doesn't respond when the rest of the phrase is uttered in the ad. Google has, however, had some complaints about their Home device after their own Super Bowl commercial activated nearby Google Home units.
According to David Carroll, associate professor of media design at the Parsons School of Design, Burger King's approach might be a novel gimmick, but it will wear off fast. "The more brands that do it the more it becomes totally irritating", Carroll told CNNTech.
We've reached out to Google for confirmation of the action, which was likely just a quick fix on the server side created to block a specific waveform, perhaps leveraging similar functionality to block out its own ads.
"With the onset of consumers buying intelligent system devices and using them at home, we thought this was a good way to make a connection and go directly to guests and tell a story about our product", José Cil, president of Burger King, told The New York Times.
If you'd like to get your Google Home in on the advertising fun, you can either watch the ad above, or catch the ad playing starting tonight on MTV, Bravo, and late shows from Jimmy Kimmel and Jimmy Fallon.
Burger King also rolled out a new version of its chicken sandwich last month, and it enlisted "haters" - people who criticized the old sandwich on social media - to market the revamped item.
Google said that it wasn't an ad, but a trial of a new function that highlights things that users might be interested in.
The page also now contains references to the controversy itself and subsequent Wikipedia editing, because the internet is a snake that perpetually eats its own tail.
"I think it's going to backfire if it keeps happening", he said.
'If you have a device in your home constantly listening to you, you deserve to be spammed by every ad on TV, ' said Amadi.